Creating an E-Commerce product page for User Experience and Conversion

For those who run an E-Commerce based website, the product page is the ultimate telling point of a website. On this page, a visitor has one of two options. Either convert from a visitor to a customer, or leave your website and spend their money elsewhere.

It doesn’t take an E-Commerce guru to understand that only one of those above options is a positive!

Keep in mind that a visitor ending up on your product page means that they have landed on your website either organically or through a paid search campaign, taken the time to look through the categories on your website and then made the choice to view a specific product. This user journey represents the time and money that you have spent to get a user there, so now is not the time to start slacking off. It’s now up to you to create an experience that gives a person exactly what they’re after in order to buy your products.

Clear Product Name

This might seem like a no-brainer, but your product name needs to be visible as soon as a user lands on your product page; along with the product image, this should be the first thing that your user sees.

If the product has any specific information such as a brand name or model number, including this in the product name can also be beneficial for those searching for a specific product on your website.


Strong Calls to Action (CTA)

Visitors to your website can often have a rather short attention span. In order to combat bounce rates, the call to action on your product page should catch the attention of your visitor, and make it very clear what their next step should be. Whether the CTA button says Add to Cart, Buy Now or something different, the most important feature of the button should be that it is easily recognisable and prompts your visitor to act.

There are no definitive rules on works best for CTA buttons in terms of wording, colour and exact placement, but as a rule of thumb – if your CTA doesn’t stand out on your product page there is room for improvement.

NB: Make sure that your CTA buttons do what they say – there is nothing worse for User Experience than things that don’t work!

Mobile Optimisation

Consumers in 2016 not only expect transactions to be as easy as they are in store or on a desktop computer, they expect them to be easier on mobile than anywhere else (source: IBM). Further to this, 30% of mobile shoppers abandon a transaction if a product page is not optimised for mobile.

These two ideas really emphasise how much mobile phones have changed the world of E Commerce. Put simply, if the product pages on your E-Commerce website aren’t optimised for mobile this needs to changed before absolutely anything else.

Good use of Product Images and Video

Having a variety of images that showcases a product from different angles is basically the norm these days; people expect to land on a product page and see multiple images rather than one. You can’t expect people to buy a product online when they haven’t been given as much information as they would receive seeing the product in a store.

This goes for the quality of images too – the resolution and quality of your product image is going to make an impact on your users, so invest the time and money in having professional (or at least professional looking) images taken to show off your products in the best possible way.

Product videos are becoming more important and common on E-Commerce product pages. Whilst they’re not a necessity they give you an extra opportunity to really impress your users and make a sale. If your product has features that can’t be completely showcased through imagery, then maybe looking at video as an option could be something to look into.

Rich Product Descriptions

The product pages on your website are not only important for converting users to customers, they are also incredibly helpful in terms of SEO. As we all know by now Google loves fresh and high quality content, and product pages give you the opportunity to create this with unique, keyword-centric product descriptions.

Whilst writing unique product descriptions for each product on your website might seem like a frustrating challenge, by not doping it you run the risk of losing a large amount of traffic and customers.

Whilst there are many different tactics and ‘rules’ when it comes to creating SEO friendly product descriptions, a few key things to keep in mind are:

  • Keep your product descriptions brief – a maximum of 80 words is recommended. If you really need more words than this consider having a Read More prompt to hide the bulk of the text.
  • Don’t copy product descriptions word for word from manufacturer’s websites, as this will only hurt your conversion rates.
  • Create product descriptions that will engage your user and make them want to buy your products

Creating user friendly product pages on your E-Commerce website shouldn’t be a task that’s neglected, and the points mentioned in this blog definitely aren’t everything that you could be doing to improve conversion on your product pages, but they’re a great place to start!